Trying to position itself as the most exclusive beach destination in South America, the world-famous Uruguayan resort city of Punta Del Este is celebrating its 110th birthday in July, Destino Punta del Este executive director Graciela Caffera told EFE.

Punta del Este has only about 7,500 permanent residents, but the city is visited by more than 700,000 tourists every year, Caffera said.

“This is an internationally famous resort, many people feel it is a paradise and for that reason, beyond celebrating these 110 years, we also look forward with a critical and responsible eye, so that we can assure future generations that the next 110 years will be even better,” the tourism development official said.

Punta del Este “has everything” it needs to be South America’s “top beach resort” not just in the summer, but year-round, Caffera said.

Founded on July 5, 1907, Punta del Este is Uruguay’s most famous beach resort and one of the most prestigious in South America, visited by tourists from around the world, but mostly by Argentines and Brazilians.